Principles of marketing - Kotler, Philip; Armstrong, Gary (Gary M.); Parment, Anders, 1972- (Harlow, England ; New York : Prentice Hall, 2011)
Marketing : creating and capturing customer value -- Company and marketing strategy -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behaviour -- Business markets and business buyer behaviour -- Customer-driven marketing strategy : creating value for target customers -- Branding : developing strong brands -- Products and services -- Pricing strategies -- Marketing channels -- Market communication -- Creating competitive advantage -- Marketing in a global marketplace striving for sustainability.
Includes bibliographical references and indexes.
Keywords: Marketing